‘Behind The Finds’ series

Cancer Research UK’s ‘Behind The Finds’ social media series is a vehicle to promote our key trading and retail marketing objectives in an entertaining, creative and intuitive way. The series includes support from many well-known faces, brought together by host and celebrity fashion stylist, Ellis Ranson.

All the revenue from the series is directly used to help fund cancer research in the UK. We’re the only charity fighting more than 200 types of cancer and we support research into the prevention, detection and treatment of cancer through the work of over 4,000 scientists, doctors and nurses. Each episode has been built with a specific theme and timeline in mind, with the overarching aim to increase awareness, donations and purchasing in-store and online; whilst ensuring the public have an improved understanding of how they can be involved with a more sustainable way of shopping. The format is led by social output, with Instagram reels the priority to appeal to the broadest possible audience. This is achieved by leveraging new audience opportunities by pairing up with celebrities, using the Instagram collaboration function. Additionally, the series is elevated by a variety of teaser content on Instagram and TikTok, as well as press coverage.